Why It's Essential for Today's Business to Use Chatbots

2nd JAN 2019 | Disponible en Español

Chatbots are redefining online experiences thanks to their ability to give quick answers to simple problems and being available 24 hours a day

technology
Once, there was a more direct relationship between businesses and consumers, assisted by the use of the telephone; then, emailing has become a common practice, and nowadays, communication, especially in customer service, is increasingly focused on two channels: live chats and chatbots.

Chatbots, in particular, represent the new frontiers of the communication between a company and its clients. Just think that it is estimated that by 2020 Chatbot and Virtual Reality will dominate the interactions with brands.

A study conducted by Drift, SurveyMonkey Audience, Salesforce and Myclever called The 2018 State of Chatbots Report: How Chatbots Are Reshaping Online Experiences, analyzes risks and opportunities behind this trend, and explains why consumers prefer this means of communication.

Let’s see together the most important points.

Why consumers prefer chatbots

The statistics bear this out: more and more users and customers prefer to interact with bots. In order to explain the motivations behind this preference, it is appropriate to start from the difficulties and problems highlighted by customers with respect to the "traditional" online modes of interaction.

According to the study, 34% of people mention the difficulty to navigate the website, 31% don’t find answers to simple questions, 28% can’t find the basic information about the company. And in a “hyperconnected” system in which the user wants to find information quickly and easily, this level of user experience is not sustainable.

stats about online experiences

Some consumers therefore prefer to interact with chatbots because they get quick answers in "emergency" situations (37%), because they can solve a problem or a complaint (35%), or because they receive a detailed answer (35%).

stats about predicted use cases for chatbots

The benefits for consumers

Consumers surveyed know what they want: if they had the opportunity to interact via chatbot, they would particularly appreciate the availability of customer service 24 hours a day (64%), followed by instant responses (55%), and answers to simple questions (55%).

So, chatbot are definitely the most appropriate medium to create an on-demand and effective experience in real time.

potential benefits of chatbots

Response time

The strength of chatbots is the short response time, appreciated by the majority of respondents: when asked "How soon would you expect to get a response on each of these channels?", 75% expect an immediate response from the chatbot, second only to Live Chats (77%).

stats by response time by communication channel

In conclusion

Implementing a chatbot into your digital channels can bring benefits in terms of customized experience and speed of response. You don't have to approach this technology because "everyone does it"; on the contrary, you should do it with well-defined objectives and metrics.

Chatbots can also bring savings in economic terms, that are already measurable from the day zero. Being supported by consultants on chatbots can be a useful solution to avoid unnecessary and unprofitable investments.

Request a guided demo or book a call with our Hubtype experts today.
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